Young Consumers

label Diverse autorenew 2025-09-29, 17:01 history_edu Cristian Ion
Today's youth are facing a world increasingly saturated with advertisements. In addition to traditional marketing venues like television and radio, they now encounter advertising messages on the internet, on their smartphones, in films and in video games. The commercial media environment offers important opportunities in terms of entertainment and cultural experience, but also it also triggers significant concerns about the undesirable consequences for our youth in terms of mental and physical wellbeing, materialistic attitudes, dietary problems and decreased life satisfaction. In addition, critics are concerned about the fairness of advertising targeting young consumers. As a result, many Western societies have implemented policies to restrict or regulate advertising practices. However, commercial media can also be used to establish desirable consequences for the wellbeing of today's youth. Various marketing tools such as branded characters (e.g. Spongebob) and advergames can be used to stimulate healthy behaviours. In this course we will delve into the commercialized media environment facing young consumers today. You will learn about the desirable and undesirable consequences for their wellbeing and the existing international rules and regulations governing ads that target youth. In addition, you will gain a thorough understanding of how young consumers of different ages (i.e. children, adolescents, young adults) are influenced by media messages, thereby focusing on both commercial and social marketing. Finally, special attention will be paid to the translation of academic knowledge on young consumers into meaningful and practical insights for professionals (e.g. marketers, educators, etc.).

Period
11-08-2014 - 15-08-2014 (1 weeks)

Target group
This course is designed for advanced bachelor and master students interested in youth media and consumer behaviour from a marketing, educational, societal and/or policy perspective.

Course aim
After this course you will be able to: 1. Critically analyse scientific insights on young consumers and identify the societal and practical value of these insights2. Advise social and health marketers on how to design effective campaigns targeting young consumers3. Participate competently in the current academic and social debates about the influence of commercial media on young consumers



Credits
2.0 ECTS credits

Course fee
EUR 600[Convert to USD]The course fee includes the registration fee, course materials, access to library and IT facilities, coffee/tea, lunch, and a number of social activities. The fee does not include accommodation, travel costs, dinner, insurance and other costs. Discounts 10% discount for early bird applicants. The early bird deadline is 1 April 2014.15% discount for students and PhD candidates from Radboud University and partner universities

Course leader
Dr. E. (Esther) Rozendaal, Assistant professor in Persuasive Communication, Department of Communication Science, Radboud University

Radboud University
Address: P.O Box 9102 Nijmegen
Postal code: 6500 HC
City: Nijmegen
Country: Netherlands
Website: http://www.ru.nl/radboudsummerschool/
E-mail: radboudsummerschool@ru.nl
Phone: +31 (0)24 8187706